The Merger

Agencies: PSOne BBH USA


PSOne, the Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, is debuting “The Merger,” a 360° campaign that rivals the stakes of your favorite business dramedy. The latest iteration of “That Jif’ing Good” follows the merger of two fictional companies: ​​The Peanut Butter Group and Chocolatey Corp. The short film starring J. Smith-Cameron as the Peanut Butter Group CEO, depicts the merger of the century creating chaos in the business world, complete with a press conference, rivals accusing them of having a “monopoly on craveability,” and a large Jif product reveal event straight from “Spread Valley.”

A whopping 72 percent of Americans claim that chocolate lifts their moods, and chocolate spreads appeal to the young multicultural market who snack throughout the day. Jif® is revolutionizing the classic treat by making it snackable, and spreadable, for any time of the day. Jif’s new spread also contains 50 percent less sugar than the leading hazelnut spread with cocoa.

In addition to the short film, TV, video, radio, and social running nationally, other executions that bring “PBC Inc.” to life include:

- A full-page print ad in the New York Times is made to feel like a press release from the real PBC Inc. with the headline, “The Merger America Craved.”
- A New York Times online branded content article written from the perspective of one of their business reporters covering the merger
- A landing page mimicking an official website for PBC Inc.,, including a mission statement, CEO bios, and a company timeline.

“The Merger is so much more than just an impeccably executed and nuanced piece of comedy, it’s the front door to a hilarious big idea that keeps getting funnier the further you drill into the campaign. The PBC Investor Deck, the full-page NY Times announcement and our IRL IPO activation relentlessly go after the merger conceit,” said Erica Roberts CCO, BBH USA. “This idea doesn’t miss an opportunity to turn ‘every spoon holder into a shareholder.’”

“We’re constantly looking for new corners of culture for Jif to hack. And when we got the brief about two titans of taste combining to create Jif Peanut Butter and Chocolate Flavored Spread, it allowed us to insert ourselves into the most unexpected corner yet: Big business mergers,” said Alan Wilson, SVP Group Creative Director, BBH USA. “So, it was only natural that we enlisted J. Smith Cameron to head the high-stakes business drama to launch the delicious new product.”

This professional campaign titled 'The Merger' was published in United States in June, 2024. It was created for the brand: Jif, by ad agencies: BBH USA and PSOne. This 360° medium campaign is related to the Food industry and contains 2 media assets. It was submitted about 1 month ago.


Client: J.M. Smucker – Jif® Peanut Butter
Campaign Title: The Merger
Creative: The Merger
Agency: PSOne

Creative Agency: BBH
Chief Creative Officer: Erica Roberts
Group Creative Directors: Peter Defries, Alan Wilson
Associate Creative Director: Jason Lane
Associate Creative Director: Christopher Vanderkleed
President, Groupe Client Lead: Yuri Lee
Group Account Director: Tina Bandzuch
Account Director: Jayne Andrews
Account Supervisor: Mike Daly
Account Executive: Sadie McMillan
EVP, Head of Strategy: Jennifer Baldwin
Strategy Directors: Allie O’Shea
Senior Strategist: Victoria Neal

Production Agency: PXP
Executive Producer: Lauren Schneidmuller
Senior Producer: Rachel Tierney
Business Affairs: Erica Greenfield, Natalie Roback

Agency: Digitas
Group Creative Director: Alexandra Askot
Creative Director: Michael Greenberg
Senior Art Director: Elayna Milano
Senior Copywriter: Cailin Boegel
Senior Designer: Melinda Lastyak
Designer: Luis Perez
Project Management Director: Nikolay Ilchenko / James Skidmore
Project Manager: Magdalena Goss
VP Director, Social Strategy: Kaitlyn Kline
Senior Social Strategist: Marley Magaziner
Social Strategist: Alexis Rogers
VP Group Director, Data & Analytics: Jeff Bobick
VP, Data Strategy: PJ Evangelista
Associate Director, Data Strategy: Nolo Simon
Manager, Data Strategy: Mariya Graff
VP Director, Data & Analytics: Sam Yim
Manager, Data & Analytics: Sam Horenstein

Agency: Zenith
President, Chief Client Officer: Jennifer Karayeanes
SVP, Media Strategy/Digital Lead: Amanda Hellrung
SVP, Commerce Lead: John Elliott
VP, Integrated Media Strategy Director: Eric Goldberg
Integrated Media Director, Consumer: Ally Needham
Associate Integrated Media Director: Joe Goldman
Media Supervisor: Jessica Schultz
Media Planner: Emily Porter
Commerce Media Supervisor: Teri Zhang
SVP, National Video Investment: Ken Miller
VP, National Video Investment: Kaitlynn Kortvelesy
Associate Media Director: Rich Buchheit
Supervisor, National Video Investment: Alexandra Gambino
Negotiator, National Video Investment: Parker Leavy
Associate Negotiator, National Video Investment: Eliza Jagid
Associate Negotiator, National Video Investment: Henry Schwartz
Associate Negotiator, National Video Investment: Siri Jois
VP, Search: Ian Hopkins
Associate Director, Search: Taylor Urrea
Supervisor, Search: Seth Prandy
EVP, Head of Content: Heather Sparks
VP, Content: Amanda Zenker
Supervisor Content: Lauren Kalina

Agency: Saatchi & Saatchi X
Associate Account Director, Commerce: Wil Petty
Senior Project Leader, Commerce: Kati Hart
Senior Strategy Director, Commerce: Marisa Braun
Creative Director, Commerce: James Westbrooks

Agency: Publicis Media
VP, Social: Jackie Greenhaus
Media Director: Kelli Rencher
Associate Director, Social: Katie Balliew
Senior Media Planner, Social: Jessica Magalhaes
Supervisor, Social: Mackenzie Perry

Agency: MSL
Senior Vice President, PR/Influencer: Pattie Hallock
Vice President, PR/Influencer: Melanie Blum
Senior Account Supervisor, PR/Influencer: Savannah Lawandales
Account Executive, PR/Influencer: Mo Fagan
Account Executive, PR/Influencer: Anna Marie Heaton

Production Company: Hungry Man
Director: Wayne McClammy
Director of Photography: Jess Hall
Executive Producers / Managing Partners: Kim Dellara and Caleb Dewart
Executive Producer: Rick Jarjoura

Editorial Company: Cabin Editing Company
Editor: Chan Hatcher
Assistant Editors: Katie Pehowski and Molly Dolinger
Post Producer: Grace Hammerstein
Executive Producer: Hope DuHaime

Sound Design & Mix: SuperExploder
Audio Engineer: Jody Nazzaro
Executive Producer: Meredith Nazzaro

Music: Human Worldwide
Executive Producer: James Dean Wells
Producer: Kenzo Perron
Creative Lead: Matthew O’Malley
Composer: John Chris Barnes

Color: Harbor Picture Company
Colorist: Damien Van der Cruyssen
Lead Color Assistant: Joni Brandenburg
Executive Producer: Nadia Dabibi
Color Producer: Brad Martin

VFX / Finishing: Harbor Picture Company
Creative Directors: Anne Trotman, Billy Jang, David Soto
Executive Producer: Jesse Schwartz
Head of Production: Tia Perkins
Senior Producer: Joe Hobaica
Producer: Adean Gopala-Foster
Senior Compositors: Felipe Passarini and Hailey Akashian
Associate Compositor: Allie Sargent
Digital Matte Painter: Cedric Menard

Café Bustelo


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